Botánicas
Art Direction
Graphic Design
Client: Bombas Gens / FPAA
Agency: Agr Food Marketing
In 2020 the Valencian art centre Bombas Gens opened Botánicas. The exhibition, conceived as a garden, showed many forms in which modern photography has represented the plant world. With beautiful works from the likes of Imogen Cunningham, Karl Blossfeldt or Hans-Peter Feldmann, the exhibition had the potential to attract new visitors to the building.
As part of the AGR creative team, I was commissioned to come up with a creative concept and visual language for an outdoor and online advertising campaign to promote the exhibition in the city of Valencia.
We decided the name of the exhibition and its art pieces were strong enough to attract the audience but came up with a concept that would act as a guiding thread for any pieces or actions carried out to promote Botánicas. This concept was "La naturaleza es incontenible" (Nature can't be contained).
Following this idea, the leaves and flowers in the key visuals for the campaign can't be contained inside the brand's B shape. The colors were carefully chosen aswell to compliment each of the hero photographs. For example, the yellow paired with Imogen Cunningham's magnolia, reflects the absent color of the flower's carpels.